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As the divisions between work and personal life have faded, b-to-b marketers are reevaluating how best to engage enterprise decision makers. With each individual able to carry their business around with them on a tablet or phone, b-to-b marketing has sought a number of ways to reach on-the-go executives, which has meant taking a growing number of approaches from the consumer playbook.

Business is being conducted with increasing flexibility, as more employees work remotely and on-the-go executives are expected to always be on, whether checking email on their smartphone during the commute or reviewing a presentation on their tablet at home.

This new reality has led Adobe to make streamlining between marketing channels a priority in how it communicates with b-to-b prospects.

For its creative suite, the company developed technology that it calls “dynamic reflow” to allow content to automatically adapt to any window. If content is being read on a desktop, tablet or smartphone, it will automatically shift between a four-, three- and two-column layout, depending on which format the viewer has selected. This mitigates the need to create separate mobile, tablet and desktop formats for its websites.

“It's multiscreen responsiveness, where you build and publish once, and then you can have this work on all different landscapes,” says Mikel Chertudi, senior director of global media and demand marketing at Adobe.

Starting in 2007, Adobe shifted all of its webinars to an on-demand format, so that prospects can review them at their leisure, rather than having to set aside time during normal business hours. Additionally, they now allow content to be viewed as a video or downloaded as an mp3 and played directly on a smartphone. This flexibility has led to more conversions and greater engagement across the board.

“It lets them listen to a best practices webinar as they're on the treadmill or lifting weights,” Chertudi says. “Enterprise people want to consume information on their time.”

In addition to enabling marketing material to be transferable across platforms, marketers must make it transferable between one person to another.

“People making b-to-b decisions are not going to buy after a one-hour pitch. They have to convert the organization to buy it,” says Dennis Reilly, SVP and Digitas business director. For this reason, Reilly encourages marketers to ensure their materials can be seamlessly shared throughout the company. “That information that you gave in the one-hour pitch is going to be processed and passed around. If you leave behind a great video, that information is transferable to the rest of the organization to influence the decision.”

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